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To increase awareness of the BMW M3 Coupé. With an idea just as extraordinary as the standard and presentation of the BMW M3 Coupé. A medial staging of BMW’s motto to “exceed maximum”.
A car that exceeds limits required an advertising space that was just as limitless: EXCEED MAXIMUM.
A 50 x 2 metre light wall was installed in the Hamburg airport arrivals hall displaying the “exceed maximum” claim in oversized letters. The display, however, showed only half the letters, as the other half was completed by the reflection on the floor.
Double the media space, double the public attention – and all for free.
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